The way women depict themselves is dramatically different from how others perceive them. Dove’s newest video campaign puts that front and center in dramatic fashion, and subsequently has gone viral.
Unveiled just this week, the brand’s short film called “Real Beauty Sketches” explores how women view their own beauty in contrast to what others see. The film features Gil Zamora, a veteran, FBI-trained forensic artist who creates composite sketches of seven women who were hidden behind a curtain. He uses their self-descriptions as the basis of his drawings.
Prior to their session with the forensic artist, each of the women were unexpectedly asked to spend a short period of time with a stranger without being told why. Zamora then drafted sketches from the stranger’s depictions. Most of the sketches drafted from the stranger’s point of view showed a more beautiful, happier and frequently more accurate portrayal of the women and further demonstrates that, when it comes to how they look the biggest beauty pressure is the pressure they put on themselves.
The film documents the women’s reactions to their self-image and their realization of how low self-esteem is affecting many other elements of their lives. It inspires the women, and viewers alike, to see the beauty within themselves.
The film has quickly become a must-view, according to Stacie Bright, Unilever’s global marketing communications director for skin cleaning. Speaking today at the Business Development Institute’s Content Marketing Summit in New York City, she said the film was the second most viewed video in the world. Some reports have said it had tallied more than 1.6 million YouTube views and plenty of direct comments from women on Twitter who are sharing their thoughts and the video link—exactly what the Unilever brand wants.
The Dove Real Beauty Sketches film can be viewed at dove.us/realbeautysketches, Facebook.com/Dove or join the conversation at #wearebeautiful